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Marketing research : an international approach / Marcus J. Schmidt, Svend Hollensen

Main Author Schmidt, Marcus J., 1959- Coauthor Hollensen, Svend Publication Harlow : Prentice Hall/Financial Times, 2006 Description 613 p. : il. ; 25 cm ISBN 978-0-273-64635-8 Topical name Marketing - Pesquisa CDU 658.8.012.1
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia
658.8.012.1 SCH 9796 Available 9796
Total holds: 0

Table of contents:

Chapter 1: Globalization of markets and international marketing research
Chapter 2: Online and other secondary data sources
Chapter 3: Observational and tracking methods
Chapter 4: Focus groups
Chapter 5: Other qualitative research methods
Chapter 6: Measurement and scaling
Chapter 7: Survey and questionnaire design
Chapter 8: Quantitative models in marketing
Chapter 9: Analysis of variance and multiple regression
Chapter 10: Discriminant analysis and logistic regression
Chapter 11: Profiling customers: factor analysis
Chapter 12: Cluster analysis and segmentation of customers
Chapter 13: Positioning the product: MDS
Chapter 14: Systematic product development: conjoint analysis
Chapter 15: Advanced methods for categorization: CHAID and latent class analysis
Chapter 16: Several dependent variables: canonical correlation and structural equation modelling
Chapter 17: Data mining
Chapter 18: Putting it all together: an international marketing information system

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